Adore Me App Install Campaigns & Conversion Tracking

Published May 2016

Adore Me, a women’s intimates e-retailer, saw Valentine’s Day as the perfect
opportunity to grow its user base and increase sales. By implementing a Search app
install campaign with relevant keywords, the company successfully reached users on
Google Search and Google Play, drove significantly higher install volumes, and
increased sales by 30%—all while achieving cost per installs (CPIs) 60% lower than
those of other channels.

Approach

Results

4X higher in-app conversion rate than other online channels.

60% lower CPI compared to other channels.

30% increase in sales within four months.

Adore Me was launched in 2012 to help women find designer-quality garments
without the designer price tag. It was one of the fastest-growing private
retail companies in 2013. Having no physical stores and selling products only
through its website and mobile app, Adore Me was constantly testing out new
ways to acquire new users and increase membership subscriptions. With a large
proportion of its highest-quality users using its mobile app, Adore Me
decided to find more of them by investing in Search app install campaigns at
an opportune time—just before Valentine’s Day.

The search for quality users

With the holiday on the horizon, Adore Me wanted to be present in the right
moments. The company wanted to be there when users were searching for Adore
Me or its products. Through Google’s conversion tracking capabilities, it
also found that many of its quality app users were coming from Search, so the
company decided to invest in finding new app users through that channel.

To find these quality users, Adore Me worked with Google to create a relevant
keyword list and to build a Search app install campaign to drive installs at
high volumes. After setting their targeting to reach customers searching for
relevant products before Valentine’s day, the search campaign was up, and
Adore Me’s ads began showing up in Google Search and Google Play.

Search app install campaigns delivered engaged users

The campaign delivered quick results. Within four months, its install volume
ballooned, and its average CPI was 60% lower than that of other channels. The
users acquired through the Search app install campaign also proved to be
engaged users. From this new cohort of app users, Adore Me saw an in-app
conversion rate 4X higher than those of other channels and a 30% increase in
sales. The company’s attempt to find quality users in time for Valentine’s
Day was a success.

“By leveraging the higher customer purchase intent through Google Ads, Adore
Me has been able to improve the purchase rate of our Android install
campaigns by over 70% on Google Search. We are excited to continue to test
new products and acquire more qualified customers!”